“Always generating cutting edge ideas, ensuring our business is one step ahead of the competition.” – Head of Recruitment
We Natives are mostly well known for our “products”; Facebook Business pages that work, unique Social Advertising services, Google PPC campaigns, SEO, direct recruitment strategies and our strategy. But on top of that, we also offer Attraction Marketing Consultancy. And what better way to tell you than show you with one of our clients!
Within a year, we took ADP Dental from a relatively unknown (and dare we say it, not very well appreciated) recruitment brand to a finalist in the On-Rec Awards for Best Corporate Use of Online Recruitment, competing alongside giants such as the BBC, John Lewis, Staples and Fitness First.
What did Net Natives do?
Take a breath; this is a big one.
We provided a detailed recruitment strategy and consultancy project to work out what was needed, what the audience would respond to and which medium would work best. We could then design and build a standalone interactive Facebook Business Page – fully branded to reflect ADP’s website – providing a platform for them to engage with its dentists and dental nurses who regularly use Facebook.
We also produced and managed the content on their page, catching any inappropriate comments or spam and acting on it immediately. We created targeted Facebook advertising campaigns and a dedicated career site, meaning prospective employees could conduct their job hunt through their employer-of-choice’s Facebook page itself.
But it didn’t stop with Facebook. We also took on ADP’s twitter feed and their LinkedIn profile, updated the company’s listings on Google Maps and provided Reputation Management. We identified the gaps in ADP’s marketing activity, keeping an eye on competitors to ensure they were abreast of competition and increased their search engine presence.
We stepped into the print world too, creating engaging copy and engaging design to best promote ADP’s core messages and specific jobs. Cross Platform Promotion saw us use effective banner advertising, email marketing campaigns and direct mails in partnership with the relevant trade media. To top it off, we put together an internal communication strategy, including an Employee Referral Scheme and an Employee Satisfaction Survey.
The Result?
Take another breath.
After Google, ADP’s Facebook page is now their highest source of online traffic referral (with those users spending more time on site than any others) and their patients, staff and colleagues can now engage through the page. As for advertising, the proof is in the return and ADP can directly attribute quality candidates through tracking media sources. And of course, direct hires.
The ADP Twitter account communicates any current vacancies and opportunities for practice acquisition as well as industry and company updates to their followers. Their stream is now used as a primary engagement channel, respected by trade and potential candidates alike. The Practice Acquisition team can directly attribute contacts for dentists looking to sell their practices to their LinkedIn presence. The company’s Google Maps visibility has been improved and increased, so prospective patients now see their nearest ADP when searching for a local dentist.
Using bespoke software, we monitored posts across ADP’s social media site and tracked the web as a whole, ensuring their reputation was being consistently maintained. ADP are now able to focus on their core duties of patient care and changed their contact and grievance procedures through our social advice. Our work in Competitor Analysis meant that just one event, for which we organised the attendance and subsequent promotion, added over 150 potential candidates to their database.
Our manual on-page optimisation recommendations, keyword research and Google PPC (paid advertising) campaigns means Google is now one of the highest sources of relevant candidate applications and hiring. Away from the internet, we also proved that print was not yet dead and was the largest refer for quality candidate traffic.
The new Internal Communication Strategy ensured staff felt a valued part of the business and provided benefits such as referrals and business input. Our ADP’s “as good as you” campaign was described as a genius idea and has been rolled out to all practices.
ADP smashed their targets for recruitment growth, improved retention and drastically reduced recruitment costs. Their brand is now recognised as a go-to employer in the dental industry and, of course, they are a finalist for one of the most prestigious recruitment awards in the UK, standing shoulder-to-shoulder with giants such as the BBC.
